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I think it has a lot to do with the implementation. Because guild hats are added to accounts, rather than guilds, it encourages all kinds of shady practices. Things like creating/throwing away guilds to get another set of 1k hats, or removing/adding members so friends and such get the hat instead of the guild members who achieved it.
Guilds as a whole need some major revamping. Things should be rewarded to the guilds themselves and not the player accounts. Maybe then players won't consider guilds so disposable.
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I agree with this so much, I was in two guilds both of which I had joined from in the start and me and a few others refused the 1k hats because of this sole reason, we didn't want to accept a reward that held no value to the guild.
I wish Classic had it's own system that could determine who the most active members were and distribute the hat based on that, the only time I would ever tower is if I knew the leader well and knew he wouldn't do stuff like that but even then I wouldn't actively tower with them just help every now and then because I saw it a waste.
I got a few tower hours my self with just 10 other close friends and we didn't recruit anyone to help us because we wanted it to actually hold value and these 10 members had joined well before we even considered towering.
I like Delteria's guild system because the rewards benefit the guild not players like you had suggested, as in it gives the guild certain bonuses and such as a reward for their dedication.